About
Jada Beauty is a fictitious African beauty and cosmetics company situated in Lagos, Nigeria. An African brand made by Africans for Africans. Jada Beauty recognizes that, while there are more brands making products for people with a dark complexion, there are fewer brands catering to Africans living in Africa. This realization inspired the creation of Jada Beauty, a brand dedicated to producing and delivering beauty for Africans in Africa.
Its premium yet cheap cruelty-free beauty products span from foundations (its flagship product) to eyeliner, lip gloss, concealers, and other cosmetics. The brand offers 18 foundation shades in all, ranging from light skin tones (for lighter-skinned Africans) to dark skin tones (for darker-skinned Africans).
Given Jada Beauty's market vision and promise, the identity has to be simple. It had to feel luxurious, yet modern, in order to compete with foreign brands, but it also had to feel African in order to appeal to her audience on the continent.
The brand needed to demonstrate that it was truly African, and there is no better way to do that than with vibrant colours. It was also vital to have a muted colour palette because it helps deliver the information more effectively while communicating. The brand's visual language is bold, African, and welcoming. Jada's visual language celebrates both African culture and women.
Jada Beauty believes in the empowerment and inclusion of women. The company sees no reason why any African woman, regardless of skin tone, body size, or disability, cannot be attractive. Keeping this in mind, Jada Beauty's approach to inclusion marketing is one of showing rather than telling. From marketing to product advertising, the company promotes inclusivity, diversity, and empowerment. The word "inclusive" is represented rather than utilized.
The brand's official tagline is "The Beauty in Africa."
